"1 in 3" is a digital awareness campaign launched on International Women’s Day 2024. Focusing on the often-hidden issue of domestic abuse. Through compelling digital narratives we reveal the underlying truths of domestic abuse in familiar settings. This initiative encourages engagement, educates on the signs of abuse, and promotes the BrightSky app for support, targeting a broad audience to foster awareness, support, and action within our communities.
The insight
"1 in 3" confronts the shocking truth that 1 in 3 women worldwide experience domestic abuse - a statistic that underscores the urgency of our message. Through the lens of social media tutorials, we aim to reveal the hidden realities of abuse, leveraging the widespread reach of these platforms to educate, awaken, and drive change in perceptions about this pervasive issue.
The advice
Given the insights about the prevalence of domestic abuse, with 1 in 3 women globally affected, and the widespread use of social media, we advised leveraging social media's broad reach to maximise impact. This strategy involves creating engaging content that resonates with a wide audience, driving awareness and action. By combining these insights with a commitment to sensitivity and support, we aim to inform, empower, and mobilise action against domestic abuse in a respectful and impactful manner.
The approach
Utilising the engaging and familiar format of social media reels, we strategically insert critical information about domestic abuse into everyday content, making the invisible visible. This innovative approach not only captivates viewers but also educates them about the widespread nature of domestic abuse, encouraging a deeper, more empathetic understanding and action against a backdrop of normalisation in digital and real-life communities.
